Principles of Marketing, 8th edition

Published by Pearson Higher Education (November 27, 2019) © 2020

  • Philip Kotler Northwestern University
  • Gary Armstrong University of North Carolina
  • Lloyd C. Harris University of Birmingham
  • Hongwei He University of Manchester
Products list
$71.95 AUD

Price Reduced From: $79.95 AUD

Instant access
Products list
$86.21 AUD

Price Reduced From: $114.95 AUD

Free delivery

Title overview

Create market value through innovative customer connections and engagement.

Request a digital sample - for educators >

Principles of Marketing, 8th European Edition, by Kotler et al. covers a wide range of theoretical concepts and practical issues, accurately reflecting the fast-moving pace of marketing in the modern world.

Ideal for both undergraduate and postgraduate marketing programs, this textbook examines traditional aspects of marketing and blends them with modern and future concepts. This European Edition presents fundamental marketing information within an innovative customer-value framework to help you understand how to create value and build customer relationships.

In a fast-changing, increasingly digital and social marketplace, it is more vital than ever for marketers to develop meaningful connections with their customers. This textbook helps you master today's key marketing challenge: to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives.

Table of contents

  • Part 1: Defining Marketing and the Marketing Process
  • Marketing: creating customer value and engagement
  • Company and marketing strategy: partnering to build customer engagement, value and relationships
  • Part 2: Understanding the marketplace and consumers
  • Analysing the marketing environment
  • Managing marketing information to gain customer insights
  • Consumer markets and buyer behaviour
  • Business markets and business buyer behaviour
  • Part 3: Designing a customer value-driven strategy and mix
  • Customer-driven marketing strategy: creating value for target customers
  • Products, services and brands: building customer value
  • Developing new products and managing the product life cycle
  • Pricing: understanding and capturing customer value
  • Pricing strategies: additional considerations
  • Marketing channels: delivering customer value
  • Retailing and wholesaling
  • Engaging consumers and communicating customer value: integrated marketing communications strategy
  • Advertising and public relations
  • Personal selling and sales promotion
  • Direct, online, social media and mobile marketing
  • Part 4: Extending Marketing
  • Creating competitive advantage
  • The global marketplace
  • Social responsibility and ethics
  • Appendix 1: Marketing plan
  • Appendix 2: Marketing by numbers
  • Glossary
  • Index

Need help?Get in touch